Who was the second man on the Moon or who flew second over the Atlantic? An interesting question to think about when establishing an Ingredient Brand or a Fair Fashion Label.

Consumers, or in other words people, have the predisposition to often remember only one or two brands from each relevant product or service category and are only able to recall that many proactively.

We call that “the relevant set” and the number to remember is 2.3. For every (purchase) decision in our life our memory gives us spontaneously 2.3 options as a recall from our previous experiences. 

Despite given realities and facts, establishing a pioneering brand is often not based on objective features or figures, but it is mainly driven by the subjective and selective perception in the mind of the consumer.

Neil Armstrong was the first man on the Moon. Who was the second?

John Alcock and Arthur Witten Brown completed the first non-stop transatlantic flight on the 14^th of June 1919, 9 years before Charles Lindbergh. But clearly Charles Lindbergh is perceived worldwide as the man who crossed the Atlantic first in his endeavor in May 1927 flying from New York to Paris.

For Bert Hinkler, the second man crossing the Atlantic in a single-handed non-stop flight, not much glory was left, despite the fact that he did it faster and used less fuel.

For Amelia Earhart, the third person doing so, it was helpful to follow one of Al Ries’ Immutable Laws of Branding. “If you are not the first or second in your category, invent a new category”. So Amelia became the first woman in that category and was able to extract much more brand equity out of her story than Mr. Hinkler.

How does that connect to Ingredient Branding and Fair Fashion?

The relevant set of 2.3 is valid for that specific category as well. So in the long-run consumers will remember 2.3 options for delivering them choices when buying Fair Fashion and all potential suppliers of products and services belonging to that group will fight around that space.

Make a real-life test

In Munich, Germany there are around 180 gas stations. If you live or work in Munich, you most likely always fill up your car at the same favorite gas station of yours and probably you have a good alternative to that in your head. But only once these two gas stations would be closed for renovation or due to a strike, all other 178 gas stations would compete with each other about the left 0.3 space in your relevant set and only then their logo, their promise, location & service etc. make it from the unconscious part of your brain to your limbic system, where you make your decisions.

The same experience happens in front of your five-meter wide coffee, beer or toothpaste shelf in your favorite supermarket. Only once your first two options are not available, all other brands start to compete instantly to make it into your trolley.

The Fair Fashion movement is still at an early phase of development. We see many initiatives by market players from all segments of the value chain: material suppliers for fibers, yarns and textiles, garment manufacturers, suppliers of treatments, coatings, dyeing and other sorts of finishing. Governmental institutions and NGOs worry about use of chemicals, water consumption, labor rights and fair wages. Footprint chronicles include the impact of transport and logistics.

At the end of the demand chain the large retailers control the access to the consumer. That is where the purchase happens and where the decisions are made, if any and which piece of Fair Fashion makes it into our wardrobe and our good conscience.

And now we know that the space for all labels indicating Fair Fashion is 2.3. Who will be the winners?

We have summarized our thoughts in the BRAIND® Who Made My Clothes White Paper. If you want to read more about it, please click here and download our white paper.  

If you want to know more about the relevant set and how your brand can conquer that rare space, contact us at tomasv@braind.co or visit our website for more details.